DMEXCO ’14 Presented by Videology

COLOGNE — So much data, so many new ad tech platforms. Anyone who has seen a lumascape will recognize the confusion that fragmentation wreaks. But there is a way to pull the piece back together, says an ad tech boss. “One of the key buzzwords that we’re going to be hearing about over and over again […]

COLOGNE — So far, “programmatic” mechanisms for using automation and data to buy better ads have proved useful in the online display segment. Next up, they are destined to change online video ads. But, in the future, Alex Merwin envisages programmatic underpinning entire cross-media ad intelligence. “If all the budgets move in to a programmatic […]

COLOGNE — As media platforms and the processes behind them converge, old definitions of each appear to fall away and become meaningless. That, at least, goes for advertising groups that are getting excited about defining the internet in TV’s likeness. “I think ‘digital media’ maybe a little narrow,” Starcom MediaVest global operations president John Sheehy tells Beet.TV […]

COLOGNE — Many were initially wary at so-called “programmatic” ad-trading techniques’ first incarnation – real-time bidding. But acceptance of ad ops automation represented by programmatic at large is growing from a small silo in media agencies to widespread favor, says one of the largest programmatic ad tech vendors. “You need to look at the organisational […]

COLOGNE — Imagine the highly targeted advertising the web is great at plus the broad reach that only ye olde TV can deliver. Old-fashioned broadcasters have long resisted but are now warming to the idea, says one online video technology boss. “The IP capabilities are so great right now, that makes it easy to focus […]

COLOGNE – DMEXCO has reached a new standard, says Sven Weisbrich, CEO, Universal McCann Germany. This year saw much growth for DMEXCO beyond its increased scale and notable attendance figures. Now on par with conferences like CES, clients, publishers and partners can interact on a business level and discuss ideas on a deep level, Weisbrich […]

COLOGNE – Today, it has become a given that both consumers and advertisers will make use of the internet on mobile devices, says Stefan Uhl, CEO of SMG Germany. A year or two ago, the idea of the “Ice Bucket Challenge” becoming viral – in part because of the ease of uploading mobile videos – […]

COLOGNE — The odds are still stacked in publishers paper when it comes to selling online video advertising, industry executives continue to observe. “One thing that continues to be true is the scarcity of quality video inventory, which is a blocker for more widespread adoption of online video,” GroupM’s programmatic unit Xaxis’s UK MD Nicolas Bidon tells […]

COLOGNE — The Weather Channel hopes its recent deal to dethrone Yahoo as the supplier of weather data to Apple’s iOS operating system will lead to more downloads for its own suite of apps – and more eyeballs on the ads it’s selling programmatically inside those apps. “We’ve been preloaded on the Nokia Lumia for […]

COLOGNE — Who’d be a marketer these days? With device fragmentation, channel proliferation and the up-ending of the traditional “funnel” comes a whole set of challenges, says Adobe strategy VP Suresh Vittal. At the DMEXCO conference, Vittal’s company announced a deal in which all of Publicis’ agencies will have access to a new suite, Always-On platform, that […]

COLOGNE — At the recent DMEXCO advertising conference, mobile real-time bidding exchange Nexage told Beet.TV mobile media were “still in the early ages”. Today, the company took a step forward, by agreeing to be acquired by mobile ad group Millennial Media for $107.5 million. Announcing the deal, which MediaPost also reported, Millennial says it hopes to “create […]

COLOGNE — The free ride on social media is over and brands are needing to bolster their social channels with paid ads, says Eric Weaver, Chief Social Officer for Mediabrands G14 Cluster, in an interview with Beet.TV. That’s why IPG Mediabrands is launching in November an automated solution called Performly that’s designed to assess the the financial […]

COLOGNE — New platforms and buying patterns demand different forms of creativity, says Sean Lyons, Global Chief Digital Officer at Havas Worldwide, in an interview with Beet.TV. Agencies need employees who understand platforms like Facebook, Twitter, Vine and Instagram, as well as new forms of buying that are driven by data, he says. “There are nuances to […]

COLOGNE — Data can drive new approaches to creative, especially if brands fold in their own insights, says John Cunningham, Chief Technology Officer EMEA at Razorfish, in an interview with Beet.TV. “Data can shake up the status quo and old world way of doing creativity,” he explains. The best way to merge data and creativity though is […]

COLOGNE — Even though programmatic advertising is rooted in technology, it has the power to drive more creativity, says Matt Blackborn, President of Emerging Markets at SMG, in an interview with Beet.TV. “There has been such an emphasis on technology and and how programmatic can drive efficiency and less about the power to unlock audience to brands […]

COLOGNE — Big Data technology is key to the future of advertising – but is also being shaped by advertising itself, says media measurement firm Quantcast’s CEO. “Whilst the term ‘ad-tech’ has been around for a while, that term’s been a bit of an oxymoron – there hasn’t necessarily been that much tech in ‘ad-tech’,” Konrad […]

COLOGNE — In online advertising, you can either target a specific but small audience like a laser, or reach a broad audience, much of which may be irrelevant. But there is an emerging class of outlet which gives advertisers the best of both worlds, says media measurement firm Nielsen’s UK SVP Andrew Bradford. “There is often […]

COLOGNE – The use of adblocking software by consumers, which disables banner ads also disables in-stream video ads, is on a rapid increase. Some 27 percent of U.S. Internet users use some sort of adblocking solution when browsing, according to a study done by Dublin-based PageFair in collaboration with Adobe. It is titled “AdBlocking […]

COLOGNE — With Nielsen’s OCR, comScore’s vCE and others vying to be the yard stick by which buyers and sellers measure online advertising, is the industry approaching a Betamax moment, in which a single standard will win out? That doesn’t need to happen, says one digital ad exec. “People maybe are trying to focus too much […]